How to Respond to Amazon Negative Reviews

Sarah Abel

July 27, 2021

Negative Amazon reviews are painful–they can bring down your overall rating, damage your brand reputation, and thwart future customers. But they also feel inevitable, because every buyer will come with different expectations. So how do you deal with negative reviews?

Previously, Amazon allowed sellers to provide a custom response to any and all reviews to help mitigate this pain. A brand’s response appeared as a comment in a public thread on the initial review on the product listing page. This gave brands a way to support the customer further, while showing future customers that the brand was aware of the feedback, was working to make improvements, and cared about each customer’s experience.

Unfortunately, buyers weren’t regularly responding to seller comments trying to help the experience, meaning the feature wasn’t necessarily driving better customer support or resolving unfavorable reports.

In a bittersweet way, the ability to comment directly on reviews was retired by Amazon in December 2020. Bitter because removing the feature left brands feeling deflated and hopeless against resolving negative reviews and the issues causing them. Sweet because it paved the way for Amazon to launch a Contact Customer feature under the Customer Reviews tools.

You heard it right, Amazon provides a feature allowing sellers to respond directly to negative reviews to get more information from the buyer, offer a replacement, or offer a full refund.

What is the Contact Customer feature of Customer Reviews?

The Contact Customer feature allows brands to respond to negative reviews in seller central using a templated email. Brands have the option between 2 Amazon created templates: One that offers a replacement or refund, and another that asks for more information.

2 contact customer response options

The templated emails are not customizable, but offer a starting point to allow sellers to contact unhappy buyers. If the customer chooses to respond to a seller’s initial email, the response will show in the messages section of seller central and the seller can then respond freely, no templates necessary.

This feature can help drive results because sellers are reaching out to buyers directly via email, instead of hoping a customer checks their previous negative reviews for responses.

What counts as a negative review?

Any review that received a 1, 2, or 3 star rating is eligible for the Contact Customer feature. If a review is eligible it will show in the right hand corner of the review in the Customer Reviews section of seller central.

Contact Customer

If a review received 4 or 5 stars, a message will be displayed in the right hand corner letting sellers know the review is not eligible for the feature.

Great job! Reply not needed message

Are there any restrictions on the Contact Customer feature?

To access this feature you must be a registered brand with Amazon. Adding yet another benefit to the analytics, advertising, A+ Content, and more of Brand Registry. (If Brand Registry is your only barrier to the feature, get in touch today to see how we can help)

Brands are also only able to respond to negative reviews that occurred within the last 6 months, so checking reviews and responding in a timely manner is a must.

What are the pros of the Contact Customer feature?

The ability to contact customers directly has the potential to benefit sellers greatly. Responding to an unhappy buyer and resolving their issues may result in that buyer removing their negative review, or even better, changing it into a positive one.

Since you can’t remove negative reviews, helping the customer to have a better experience and rethink their negative review is your best option. And, because Amazon is the gatekeeper of customer contact information there is no way for sellers to reach out to disgruntled buyers outside of the feature.

But even if the buyer doesn’t change or remove their review–and even if they don’t respond to your message–if the buyer sees the email attempting to provide a solution for their grievance this can positively impact the way they view your brand going forward, which boosts your brand reputation.

What are the cons of the Contact Customer feature?

While emailing buyers is a more direct approach to solving their problems, emails can be easily lost or ignored in our digital age. On top of that, these emails are not public, so even when you do your best to resolve the issues raised in the negative review, future customers won’t know.

Previously, when sellers could comment on reviews, prospective customers could see how a brand responded to any down-sides mentioned in a negative review and weigh the brand’s response against the criticism. Now the resolution is between the buyer and seller alone.

Amazon customers also have the option to opt out of all communications from sellers. So, if a buyer has opted out of these communications then the option to contact the customer will not be available. And, unfortunately, there is a good percentage of customers who have opted out.

Unable to Contact Customer Message

How to send a response using the Contact Customer Feature

To use the Contact Customer feature open the main navigation in Seller Central and select brands and then Customer Reviews.

Customer Reviews Navigation

Once on the customer reviews page you can sort reviews by star rating and select 1, 2, and 3 stars.

Select Star Rating

After you have sorted by stars you will see all reviews that have the potential for the Contact Customer email. The feature availability will be displayed in the top right corner. If the customer has opted out of messaging you will see ‘Unable to Contact Customer’ and if the review is 4 or 5 stars you will see ‘Great job! Reply not needed.’

But if the option is available, you will see ‘Contact Customer’ which you can click to select which email template you’d like to send.

Contact Customer

2 contact customer response options

If you select the Courtesy refund you will see a templated email offering a replacement or refund, depending on the customer’s request in their response.

Courtesy Refund Email

If you select the Customer review email you will see a templated email letting the customer know you’d like to address their concerns.

Customer Review Email

Once you have decided which email to send, you simply click ‘send’ in the bottom right corner. It’s that easy!

Is this a better way to manage negative reviews?

While every consumer can have a unique perspective on how they want their concerns handled, Amazon offering more options for buyer-seller communications is a win in itself.

Looking for help managing your reviews and customer experience? We’d love to set you up with a brand manager who can help manage your marketplace information, optimize your listings, and handle negative reviews and customer support.

Get in touch today

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Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

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Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)
Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)